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SEMrush

Toolkit for

SEO

Table of contents

Introduction

Tips & Tricks

Competitive Research

Competitors Report

Overview and Positions Report

Keyword Gap

Backlinks Competitors Report and Backlink Gap

 TrafcAnalytics

Keyword Research

Keyword Overview

Keyword Magic Tool

 KeywordDifculty

 OrganicTrafcInsights

Link Building

 BacklinkAnalytics

 BulkAnalysis

 BacklinkAudit

Link Building Tool

Rank Tracking

Position Tracking

Sensor

On Page & Tech SEO

 SiteAudit

On Page SEO Checker

SEO Content Template

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Introduction

SEMrush is an established and exceedingly efcient toolkit for digital marketing used

by more than 4,500,000 specialists from around the world. Our suite comprises over 40

tools to aid web developers, content marketers and creators, SMM and PPC specialists,

PR and Brand managers.

As for SEO, we pride ourselves on having won the Best SEO Software Suite of 2019 in

the European Search Awards, and in the United States Search Awards. SEMrush offers

SEO specialists an assortment of reliable auxiliary and essential tools, and this e-book

will guide you through all of them.

This PDF is laid out in a logical path that follows the basic SEO process. We will teach

you how to use our tools to streamline your workflow, efciently analyze big data and

draw competent conclusions. Bear in mind that all of the suggested steps are inter-

twined, and will often require simultaneous and continuous work.

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Tips & Tricks

(ToAvoidTics&Trips)

Before we get down to the nitty-gritty of the SEMrush toolkit, let’s touch on some key

aspects to hone the skills of seasoned SEOs, help our newcomers to adapt, and maxi-

mize efciency overall.

Smart SEO requires you to think locally and

understand your audience. Choosing the

right location to analyze and target can play

a huge role in the success of your business.

SEMrush provides 140+ databases for key-

word analysis, and you can use our tools to

targetparticularregionsandcities.Andsince

the mobile-friendliness trend is not going an-

ywhere, our mobile database now includes

17 countries, so you can ensure your website

does well on mobile platforms.

As well as looking outwards and adjusting

your SEO for different locations and devices,

you should also look closely at your website.

It is not a single solid entity, sites are made

up of several parts. Of course, successful

SEO requires you to work on the whole web-

site, but not all of its parts are equally impor-

tant.Andwhenitcomestoranking,youare

promotingspecicpages.Forthosereasons

you might want to point our tools at a certain

part of your site or at an exact page.

Specify!

Setupnoticationsandschedulingtoauto-

mate reporting, keep track of your SEO devel-

opment,andbetherstonetospotpointsof

danger and growth.

Schedule!

On our website we keep an updated

Knowledge Base with the freshest manuals

thatincludeallnewfeatures.Andifyouhave

any questions, you can always contact our

customersupport.Also,youcanndmany

free courses in the SEMrush Academy.

Learn!

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Aside from the basic functional-

ity for sorting and ltering, many

ofourtoolsincludeadvancedl-

ters with many more options for

including or excluding keywords

and setting ranges for various

metrics.

Most of our tools have options to

export the data. Click the Export

button in the top right corner of

the report you are interested in to

get a prompt for selecting the type

and the scope of the export. Note

that if you do not need a full report,

you can select the lines for export-

ing, plus all the lters you have

used will be applied to the data.

PDF exporting has a separate

button; use its dialog box to set

up emailing and schedule deliv-

ering of the PDF. Guru subscrip-

tionallowsyoutobrandthe PDF

reports, and Business plan adds

an option to create white-label

PDFs. Download the report as it

is with the Export to PDF button,

or hit Create Custom PDF Report

to use the Report Builder tool to

customizethePDFinaneasyand

fluent manner.

To help you automate your work-

flow, SEMrush integrated Trello

intoitsSiteAuditandOnPageSEO

Checker tools. You can easily add

found issues and ideas for your

website on the Trello boards to as-

sign and manage tasks.

Filter!

Export!Delegate!

Connect your Google Analytics

and Google Search Console to

maximize the effectiveness of

SEMrush tools and see a bigger

picture with the analytical data

from your account.

Integrate!

AnumberofmajorSEMrushtools

require a preset project. All tools

withinasingleprojectarefocused

on the same domain, this way you

are able to keep track of your pro-

gress. Share projects with your

colleagues for dynamic and trans-

parent cooperation.

TostartaprojectgototheProjects

section in the dashboard and click

Add New Project in the top right

corner. If you have never launched

a project before, the prompt will

say Create my rst project. The

wizard will ask you to specify a do-

mainandnametheproject.After

that you will be able to set up each

tool individually.

Create Projects!

Pay attention to our tip icons, you will meet them throughout the text identifying the

tools that are related to the matter.

Competitive

Research

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Competitive Research

Understanding the strengths and weaknesses of your rivals is crucial for marketing suc-

cess. Your business does not exist in a vacuum, and is always threatened by competi-

tors. You have to constantly look over your shoulder and carefully research the compe-

tition landscape. And it will work to your advantage: you can learn from your opponents’

mistakes, study their best practices and spot opportunities.

All of this is obviously applicable to the development of the SEO strategy also. But ght-

ing for clients in the digital space has its own set of rules and methods. Even if you

are lucky enough to not be directly challenged in your niche, someone from another

industry can easily outrank you in search engine results. To stay ahead you need to

continuously track and check your rivals. Here are the SEMrush assets that can help

you research your competition quickly and easily:

Competitors

Report

Keyword

Gap

Trafc

Analytics

Overview and

Positions

Report

Backlinks

Competitors

Report and

Backlink Gap

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Competitors Report

A good place to start studying your rivals is with the Competitors Report in Organic

Research. By simply entering a domain you will get a list of websites competing for

the same keywords. Besides discovering your competitors you will also get some nifty

details. First you need to pay attention to the Competition Level. The report is automat-

ically sorted by this metric, and it shows your closest competitors.

Competition Level is calculated based on the total number of keywords your compet-

itors are ranked for and the percentage of keywords they share with you. So, if a web-

site is ranked for a large number of keywords but only a small number of them are in

common with yours, it will not come up as a relevant result. For example, Wikipedia and

YouTube will almost certainly rank for some of the keywords that you are targeting, but

quite often they are not your competitors.

Spot the domains that have the largest

amount of search engine trafc and the

most keywords in common with you.

These rivals should be rst in line for anal-

ysis. Keep in mind that you can look for

competitors on mobile platforms as well

as on desktops.

Discover organic competitors!

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Start off your competitor analysis with the

Overview Report, here you will be present-

ed with the bird's-eye view of your com-

petitors’ performance.

Enter the rival domain you want to investi-

gate in the search eld, select the country

and the device you want to target.

At the top of the report you will see statis-

tical information:

Keywords – The overall number of keywords

from our database that the domain is ranked

for in the top 100 positions.

Trafc – The estimated monthly trafc these

keywords can bring.

Trafc Cost – The estimated cost of running

Google Ads campaign for every keyword.

Branded Trafc – Search trafc that

comes from branded keywords.

Non-Branded Trafc – Search trafc that

comes from non-branded keywords.

The graph shows changes over a period of

time in keywords or trafc; you can switch

between these metrics and select the time

range. There are also notes at the bottom

of the graph. Google icons pinpoint the

dates when we notice changes in Goog-

le’s algorithm. These modications can

influence websites’ rankings, and you can

see the details by clicking on a note. You

can add custom notes to the graph as well

as seeing when SEMrush Sensor detects

high volatility on SERPs, or when SEM-

rush updates databases; all these marks

will have red diamond icons.

You can select the notes that will be shown

by clicking on Notes above the graph and

ticking the boxes in the menu.

Overview and

Positions Report

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The SERP Features widget shows the percentage of each special search result that is

triggered by the keywords the targeted domain is ranked for. Clicking on any of these

SERP features will lter the Positions Table for keywords with that feature on the SERP.

Linking to domain for features that have

a link to the domain. Filtering for those

results will show you all keywords that

the targeted domain has a feature for.

Not linking to domain for features that do

not have a link or for which SEMrush does

not analyze the links. Filtering will show

all keywords with a certain feature on

the SERP.

Filtering for SERP features, among the variety of other ltering options, is a great asset

for exploring your competitors’ presence on SERPs, and their keyword strategies.

Notice that all SERP features

are divided into two sections:

For further competitor analysis you can switch to the Positions Report in

Organic Research.

Positions Table is the heart of this report. It lists the keywords that the targeted domain

is ranked for, and as well as ltering allows you to sort them for various metrics. Use

the arrows next to the column name to sort the table in ascending or descending order.

Use the ‘Manage Columns’ button to hide or display your columns.

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Pos. Shows the position of the

URL ranking in the SERP for a giv-

en keyword in the selected time

period (the number shows the

previousposition).

Volume is the average number of

searches in the chosen database

per month (calculated over the

last12months).

KD (Keyword Difculty) estimates

how hard it would be to rank well

in organic results for a given key-

word.

CPC (Cost-per-click) is the aver-

age price of a click for a Google

Adscampaign.

URL is the URL displayed in search

results for a given keyword

Trafc % – The share of total traf-

cdriventothewebsitefromthe

keyword over the specic time

frame.

Costs – The total cost of all traf-

c driven to an analyzed domain

with a given keyword over a spe-

cicperiodoftime.

Com. Competitive Density of ad-

vertisers using the given keyword

for their ads.

Results shows the number of

URLs displayed in the search re-

sults for the given keyword.

Trend presents the changes in in-

terest for the given keyword over

12 months.

SERP Gives a snapshot of the

SERP source where SEMrush

found the result.

Last Update The time when the

given keyword was last updated

in our database.

Here is the keyword data you

can gather from the report:

See competitors’ best keywords!

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Now it is time to compare your website’s performance with that of your competitors in

Gap Analysis, and to see if your keyword strategy is somehow decient. Keyword Gap

tool allows you to compare up to ve domains and nd out the keywords that these

domains have in common, or the unique sets of keywords for each domain. You can

also set the intersection type to Unique to the rst domain’s keywords, and get the

keywords that only the rst domain is ranked for.

Keyword Gap

Keywords that are unique for your competitors are probably the ones that you have

missed and need to incorporate in your content. To overcome the content gap with

ease you can employ SEMrush’s SEO Content Template (learn about this tool in the

On-page optimization section of this PDF).

Keywords that are common amongst you and your competitors can be used to nd

where you are outperformed and need improvement. For example, you can apply lters

to include keywords that your competitor ranks for on the rst page (less than 10), and

you are on the second page or deeper (include your domain with the positions set to

greater than 10).

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This way you will get the scope of keywords you need to shift your focus to. Tweaking

your content for these keywords can help you get to the rst SERP, which will undoubt-

edly pump up the visibility of your domain.

Keep in mind that as well as comparing the Organic Keywords in the Keyword Gap you

can also select Paid keywords and PLA keywords for each domain. And if you want to

get a graphic representation (Venn diagram) of the report you can click Enable Charts.

See domains’ common

and unique keywords!

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Backlinks Competitors

Report and Backlink Gap

Backlinks are a very important ranking factor, especially when they are coming from

trusted resources in your industry. The Backlink Gap tool will help you to easily uncover

the link building opportunities that you are missing based on your competitors' backlinks.

The Backlink Gap tool will automatically provide you with four of your top competitors

to analyze. Use the Backlinks Report, if you need to identify more of your backlinks

rivals. The lineup might differ from your keyword competitors, since your organic oppo-

nents most probably have varied backlink proles. Enter your domain in the Backlinks

Report and switch to the Competitors tab.

Your competitors in the report are automatically sorted by the Competition Level. This

metric shows competition closeness, and is calculated in the same manner as Compe-

tition level in Organic Research, except instead of number of keywords it uses the num-

ber of common referring domains in relation to the total number of referring domains.

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You can sort the table by the number of Common Referring Domains, the number of

Total Referring Domains, or the number of Backlinks. You can also sort by the Au-

thority Score—a compound metric that shows overall strength and popularity of the

domain

To expose domains that are linking to your competitor but abstain from linking to you,

click on the number of Common Referring Domains. This will take you to the Backlink

Gap where you can type in up to ve domains including yours. Select your domain in the

menu right above the table to lter for websites that have no links to you. Voilà – you’ve

got yourself a list full of targets for your backlink strategy. This list is automatically

sorted by the Authority Score. Also, you can choose sorting by the number of matches

amongst the analyzed domains.

Research competitors’ backlinks!

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TrafcAnalytics

It is a good idea to monitor and analyze your competitors’ trafc sources to discover if

you need to expand or adjust your marketing strategy. You certainly can’t access your

competitors’ analytical data to get the exact numbers, but you can use SEMrush Trafc

Analytics and get an accurate estimation based on the clickstream data from third-par-

ty providers, which is sufcient to evaluate your competitors. Simply type in the domain

you want to analyze and start absorbing the insights.

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Start with the Trafc Overview tab to get a quick snapshot of competitors’ perfor-

mance in terms of driving trafc. Determine where the greatest share of their visitors is

coming from, whether it is direct, referral, search engine or social media trafc. Find out

exactly which referring websites, social networks, and search engines bring the most

trafc to your competitor. Look at bounce rates and average session durations to learn

which of your competitors have the most engaging websites, then carefully study the

strongest contestants. You need to understand why they attract visitors and how they

compel them to stay. The longer the client lingers on the website, the higher the chance

of a conversion.

Go to the designated tabs to get more detailed information on audience overlap, traf-

c sources, top pages of the researched domain, geographical distribution of trafc

shares, and trafc distribution across subdomains of a targeted website. You need to

be a paid user of the SEMrush Trafc Analytics add-on to get full reports, otherwise

you will get sample information for three domains: ebay.com, amazon.com, and search-

engineland.com.

Analyze competitors’ trafc in detail

The Audience Overlap report will shed light on how many users visit the websites of two

(or more) competitors. You can also compare readerships of several media to decide

on the most interesting placement. This information will help you target your audience

more precisely, and discover partnership opportunities.

18 / 75

Analyze competitors’ trafc in detail

The Trafc Sources report provides a comparison function for several competitors

at once. This way, you can estimate marketing budget shares for each of the

digital channels.

The Destination Sites tab can also give you some food for thought — it shows the list of

websites that users visited right after the analyzed domain.

The recently added Top Pages report will be of use if you are curious about your com-

petitors’ top content or conversion funnels as the list of the most visited URLs may

include checkout, trial, and thank you pages.

Last but not least, you can lter historical and regional data in the tool—provided you’ve

got a paid SEMrush Trafc Analytics subscription, of course.

Keyword

Research

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Keyword Research

There’s no two ways about it: keyword research is the main pillar of quality SEO. To get

rewarding trafc you need to nd precise keywords and put them to work. But there is

more to keyword research than just leading clientele from search engines to your web-

site; it can be helpful on a whole other level of marketing endeavors.

Keyword exploration is helping you to stay in touch with your audience, since the search

query is the voice of the customer’s demand. A keyword map can serve as a way to

pinpoint new and protable market niches, and can even be used to shape an outline for

your marketing strategy. But still a lot of marketers approach keyword research ineptly

or even completely disregard it.

Search engines are constantly tweaking algorithms to better decipher users’ intent and

provide the most relevant results for a query. And in the ever-changing world of SEO

SEMrush offers an assortment of tools to help you build an exceptional keyword strate-

gy with minimal effort and top results:

Keyword

Overview

Keyword

Difculty

Keyword

Magic Tool

Organic Trafc

Insights

Research the demand and nd the exact

terms to target the right customers with

long tails, short heads, or key questions!

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